| Abstract: | The aim of this study is to examine the ways in which individuals’perceptions of media use are influenced by others. Traditional theories of media use have proposed that perceptions of media use are shaped by individuals’demographic characteristics and the media's characteristics. However, three recent theories—critical mass theory, social influence model of media use, and adaptive structuration theory—suggest that individuals’perceptions of media emerge as a result of their interaction with others in their social network. Results from a longitudinal study of 30 group decision support system (GDSS) groups and 25 non-GDSS groups over a 3-week period indicate that interactional influence was a better predictor of individuals’perceptions of media use than were individuals’demographic characteristics or characteristics of the media. |
